Professional Persuasion:101 - Pharmaceutical Executive


Professional Persuasion:101
Do you know a rep that couldn't use a refresher course in presentation skills?

Pharmaceutical Executive

THE Package Insert (PI) The "bible" of every product, information included in the PI is the only information a sales rep can provide to doctors. Anything else is off-label.
Rep: Doctor, in the past you've shared your concerns about overprescribing eyes drops for patients to the point of dependency.

Doctor: That's correct. I prefer they don't use eye drops at all.

Rep: I understand. That's why I brought this study to share with you today. Do you have about three minutes for me to walk through the important points?

Doctor: Okay, but make it quick.

Rep: The title of the study is "Dry, Itchy Eye: Dependency on Eye Drops," by John Smith, MD and John Doe, MD. It appeared in the December 2004 issue of the ABC Journal of Medicine. It was 21-day, randomized, double-blind, placebo-controlled, multi-center study. There were 345 patients, ages 1 to 52, with moderate to severe dry, itchy eyes. Patients were randomized to receive one drop per day of XYZ Eye Drops or placebo for 21 days. The endpoint measure was patient eye comfort. All patients reported improvement at 48 hours. Thirteen (13) patients continued to need XYZ Eye Drops on an as-needed basis. The remaining patients needed XYZ Eye Drops sporadically, based on the season and allergy flare-ups. Only two (2) patients reported a need for continual use.

Doctor: That's interesting.

Exercise: Role-Play Using the Clinical Paper Abstract (continued)

Rep: Doctor, does this information alleviate your concerns at all?

Doctor: Possibly.

Rep: Is there any other information you need to see to make you more comfortable prescribing eye drops?

Doctor: No, I guess not.

Rep: When your patients need relief from dry, itchy eyes, you can feel comfortable prescribing XYZ Eye Drops because it has a fast onset of action, is safe and effective, and has the most convenient dosing available. The guidelines of care for dry, itchy eyes state, "once-daily eye drops are the standard of care." Doctor, based on the information you've seen in this study, will you prescribe XYZ Eye Drops to your patients with dry, itchy eyes?"

Doctor: Yes. I will.

Rep: That's great. How many samples can I leave you today?

All of the information in the role-play above is clearly spelled out in the clinical paper on XYZ Eye Drops. (See "Clinical Paper")

Present these points and you've hit a home run. You can use a worksheet to break down a clinical paper into a compelling sales message. You can bullet point all the pertinent information from the clinical paper and finish your sales pitch with the marketing message of the product. Clinical papers are very powerful tools in detailing and provide the scientific results to support and reinforce the messages on the detail piece.

The Package Insert (PI) The PI is the "bible" for a drug. It must be included in every box of samples left with a prescriber. The PI covers:

  • The Chemical Structure of the Drug
  • Clinical Pharmacology
  • Pharmacokinetics
  • Indications and Usage
  • Contraindications
  • Warnings
  • Precautions
  • Information for Patients
  • Lab Tests
  • Carcinogenesis, Mutagenesis, and Impairment of Fertility
  • Pregnancy Rating
  • Nursing Mother Precautions
  • Pediatric Use
  • Adverse Reactions
  • Overdosage
  • Dosage and Administration
  • How It's Supplied


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